Blackcoffee®

Please describe your company and your position there.

I am the partner & co-founder of a regional corporate catering company in the Boston area. We specialized in everything from drop-off style catering for breakfast, lunch, snacks, and dinner to fully-staffed events with on-site kitchen crews and full bar service. You name it, and we did it if it came to food and beverage. We accommodated groups anywhere from 10 people to 10,000 people.

For what projects/services did your company hire Blackcoffee®, and what were your goals?

When the COVID-19 pandemic set in we saw our entire business disappear overnight and knew that we had two choices:

1. Hunker down and weather the storm until things returned to "normal".
2. Pivot quickly and figure out how we could still provide delicious meals to people while they were locked down in their homes.

We chose option 2, and as we saw the traction for this new business model begin to pick up steam we decided to forge ahead on this new path and not return to traditional catering...even if things returned to "normal" The problem was our previous brand no longer made sense for the new business that we were creating and we knew right away that we needed a new brand and a new identity to associate with our new business model.

Our goal was to create a nationally recognized brand for at-home meal delivery, with a specific focus on B2B clients, feeding remote employees, and providing meals for virtual events and galas.

How did you select this vendor?

I did extensive research on branding agencies that were local to us in the Northeast. We knew that we wanted to work with a company that we had the opportunity to meet and work with, in person if needed. Blackcoffee was actually the first company that I spoke with on the phone to discuss this project, and I really enjoyed my conversation with Mark.

With that being said, I did my due diligence and spoke with at least 10 other branding agencies to make sure whoever we moved forward with was the best fit for our needs. After all of those conversations, there was absolutely no doubt in my mind that Blackcoffee was the company that we needed to work with!

Describe the scope of their work in detail, including any steps and the final deliverables.

This project was a complete overhaul and rebrand. Starting from the ground up. The Blackcoffee team interviewed our key team members, individually and together. They did competitive analysis for us. They interviewed our current customers, and even people within their own networks that they felt would have valuable insight to contribute towards the scope of the project.

We came to Blackcoffee with the new brand name that we thought was "perfect"! and through their interviews and research they actually determined that this was not the best for our company, and presented a completely different brand name and identity...and we absolutely loved it! The thoughts behind the decision they made on this aspect made perfect sense and were things that we would have never considered in a million years.

They have conceived the new brand, the logo, the messaging, font, color palette, etc. etc. They helped us handle ABSOLUTELY EVERYTHING! Including introducing us to the web developer that we needed to help fulfill the tech aspect of our project as well.

How many people from the vendor's team worked with you, and what were their positions?

We worked with 3 people from the Blackcoffee team; Mark, Laura, and Alex. All of whom have been absolutely incredible to work with throughout this entire project. I don't really feel like there were any "positions" necessarily as each team member contributed to the group as a whole as well as providing contributions to the project on an individual level as well. I could not have hand-picked a better team to work with if I tried!

Can you share any outcomes from the project that demonstrate progress or success?

We have not quite wrapped up the project, so it is hard to give you exact measurables or metrics, but what I can tell you is that what the Blackcoffee team has delivered to us thus far is EXACTLY what we were looking for in a branding partner. They consistently go above and beyond to ensure that we are being taken care of at the highest level.

Describe their project management style, including communication tools and timeliness.

We had regularly scheduled group video calls on a bi-weekly basis on top of ongoing email communication when things would pop up in between calls. It felt like they were always thinking about our project (even though we know they have other clients!). They always delivered what was expected when it was expected. An entire brand overhaul and rebrand is not an easy undertaking and the entire Blackcoffee team rose to the occasion and made the whole process feel great!

What did you find most impressive or unique about this company?

The Blackcoffee team has become friends and mentors for us! They are unbelievably understanding of challenging situations that may arise with a "startup" company and were willing to go through every single bump, hurdle, and curveball hand-in-hand with us! There was never one time when they were not willing to help us navigate this process and overcome any challenge that came our way.

Are there any areas for improvement or something they could have done differently?

Not in my opinion. They truly are wonderful people to work with!

Introduce your business and what you do there.

I’m the Principal of Eleven Interiors, a luxury residential interior design firm.

What challenge were you trying to address with Blackcoffee®?

We needed someone to provide us with branding services and introduce our firm to a higher level of clientele.

What was the scope of their involvement?

We hired Blackcoffee® to help reposition our company and reinvent our branding. They helped set up our brand guidelines, created a new tagline, and provided us with extensive market research.

Apart from that, they developed new brand strategies to improve our visibility, voice, and internal and external communication.

What is the team composition?

We worked with a senior developer and senior branding specialist.

How did you come to work with Blackcoffee®?

We decided to hire them based on the way they presented themselves to us and what caught my ears is their approach to brand transitioning.

What is the status of this engagement?

We worked together from February 2021–April 2022.

What evidence can you share that demonstrates the impact of the engagement?

We can’t provide any measurable results at this point in the review as we just wrapped our partnership with Blackcoffee® a few weeks ago, and we’re still implementing the new changes to our website and marketing materials. 

How did Blackcoffee® perform from a project management standpoint?

They were outstanding from a project management perspective. They met our deadlines, they were always available to interface with, and they were consistently on time with their deliverables — it was a very professional and well-organized project.

We mainly communicated through email, phone, Zoom, and in person.

What did you find most impressive about them?

We were impressed with their command of language....how one word can be so much better than the next, or can convey a totally different meaning. They analyzed and evaluated our firm by conducting very thorough market research. It blew me away.

Are there any areas they could improve?

They opened our eyes to so many creative possibilities and pushed us to think differently, so I can’t think of anything they could’ve further improved on.

I was incredibly impressed with their services and I truly believe we got our money’s worth.

Do you have any advice for potential customers?

Communication is key. Be very upfront with your expectations and goals and listen to what Black Coffee has to say, because what you think you need and how you think you'll achieve it, may not actually get you to your goal.

Please describe your company and your position there.

Skwiiki Canadian Poutine Company is obsessed with serving the best poutines on the planet, all served up in a unique and memorable experience.

For what projects/services did your company hire Blackcoffee®, and what were your goals?

Brand strategy and identity.

How did you select this vendor?

We worked together on previous projects. This was my third with them. They come in with world class quality on budget on time, every time.

Describe the scope of their work in detail, including any steps and the final deliverables.

We engaged in an extensive interview process where they dug deep into the core of our business and customer set. We worked together to create a unique and defensible position and from there implemented a plan that included brand identity (logo design, icons, packaging etc) and brand consistency across the entire customer experience--everything from the door handle on your way in to the check on your way out.

How many people from the vendor's team worked with you, and what were their positions?

I worked from beginning to end with Mark and Laura who are the firm's two principals.

Can you share any outcomes from the project that demonstrate progress or success?

The business got out gate really fast. People were talking about how unique and amazing the experience was. There was nothing like it around.

Describe their project management style, including communication tools and timeliness.

First of all, they are amazing listeners. They took the time to understand my underlying business and brought their expertise and experience to bear in way that provided value beyond the core. Mostly we collaborated over the phone and email and they were always responsive and available. They finished the project on time and within budget and I was very happy with the quality fo the work.

What did you find most impressive or unique about this company?

The team at Blackcoffee are brand geniuses, but they don't act like it. They took the time to listen and were humble in their approach. They think about branding more in a day than most people do in a lifetime. They also have a large and diverse client base, and they bring into my projects ideas, lessons learned and relevant strategy components from their other successes, so you're not only getting them but all the knowledge and experience from their entire business history. They're always happy to share.

Are there any areas for improvement or something they could have done differently?

At the time I would've said that the project could take less time to completion but in retrospect what I found was that it was a function of the quality of their work. As it turns out, great things take time.

Introduce your business and what you do there.

I’m an operating partner at Riverside, a private equity company.

What challenge were you trying to address with Blackcoffee®?

We’ve contacted Blackcoffee® for branding services. The team’s particular challenge is to make sure that the name they come up with doesn’t replace any of the individual brands that consumers are already familiar with. They are working on a holding company brand that is going to be an umbrella brand, so it has to be inclusive and understandable at the holding company level.

What was the scope of their involvement?

Blackcoffee® has helped with the determination of the appropriate brand for the franchise build-up that we’ve acquired and where we’ve been building businesses. 

The team has done a very thorough assessment of the business mission, the customer base, the constituents, and all of the stakeholders — whether they be owners, franchisees, or employees — to find a representative and inspiring name that isn't offensive to anyone, can easily be understood, and is inviting to both future franchisees and ultimate customers.

It is a very complex assignment, and they’ve had a very methodical approach to the process. They’ve checked with the constituents from time to time and have touched base to give updates. 

What is the team composition?

I’ve collaborated with Mark and Laura (Brand Expressionists®). They’ve worked interactively as a team. 

How did you come to work with Blackcoffee®?

We did a survey of several companies, both locally in Boston and nationally. We selected them over other companies for their approach and the care with which they would handle the process. We also checked references on them and got very solid feedback. 

How much have you invested with them?

Our partnership started in November 2020. We are still working with them, and the project is nearing successful completion. 

What is the status of this engagement?

We have invested around $100,000.

What evidence can you share that demonstrates the impact of the engagement? 

The constituent stakeholders are very pleased with Blackcoffee®’s work. There are a lot of different entity interests, and the project has been approved by all of them. 

Another aspect that has been very important for us is the team’s narrative to support their work. We consider that the brand they’ve come up with and the rationale behind it are consistent with the business mission. 

How did Blackcoffee® perform from a project management standpoint?

Blackcoffee® has been excellent at their communication and at meeting deadlines. I very much appreciated that the staff showed us at the beginning of the project what the timelines and milestones would be and told us the amount of time each of the steps would take. They have a lot of experience in their field and are great at managing expectations, helping us know when to be patient so the process isn’t rushed. 

What did you find most impressive about them?

The team has come up with successful results within time and budget. 

Are there any areas they could improve?

I think their processes could be accelerated if they did them in parallel. However, it’s not a reason for improvement; it’s just that there’s always a desire for things to happen faster. 

Do you have any advice for potential customers?

Be very clear with your expectations and goals, so the staff can calibrate to that and there can be a clear alignment between Blackcoffee® and the customer. I’d also advise customers to be aware of the methodologies that the team goes through. This is because clients might think a task should take less time, however, Blackcoffee®'s processes are well-thought-out and comprehensive, and that’s why we’ve agreed to go with a longer timeline than what we had originally planned.

Introduce your business and what you do there.

I’m the chief marketing officer of Imprivata. We’re a technology provider for hospitals.

What challenge were you trying to address with Blackcoffee®?

We had grown and made some acquisitions so we needed to broaden our positioning.

What was the scope of their involvement?

It was a narrow project where the Blackcoffee® team handled positioning work. We already had a logo, name, and lots of marketing assets. They worked on bringing our positioning from a narrow point solution to a much broader digital identity company. We needed people to think about us differently. Blackcoffee® gave us the tools and processes to make decisions about how we wanted people to think about us.

The work was very collaborative. We held workshops and meetings to discuss things. They handled research and interviewed a lot of people internally and externally about our company. These efforts were focused on how our company was perceived in the past and how we wanted to be perceived in the future. They helped us assess where we could take ourselves from a position standpoint.

Once the decisions were made, the core work was deciding the words we use, emotions we evoke, and how broad we think and describe ourselves. From there, it was a matter of utilizing these in execution — how we speak, social media, press, our website, sales calls, etc. Words matter. We spent a lot of time choosing the exact words we use to describe ourselves. Blackcoffee® was our partner in making these decisions.

What is the team composition?

We worked with two individuals, including their owner.

How did you come to work with Blackcoffee®?

They were a referral some someone I had worked with in the past.

What is the status of this engagement?

The engagement was from January–April 2020.

What evidence can you share that demonstrates the impact of the engagement?

We changed the perception of the company to be a broader digital identity player versus just a technology provider. We were pursued differently. The messages we decided on worked. We had an impact and it fundamentally changed how our customers view us.

They think broadly and are really big thinkers in terms of highly skilled branding skills. Blackcoffee® understands psychology and emotional connection deeply. They’re absolute world-class experts at positioning and branding. Their team is efficient, and they’re a smart group of people who understand branding and move at a lightning-fast pace.

How did Blackcoffee® perform from a project management standpoint?

Project management was outstanding. We communicated through text, Zoom, phone calls, and in-person meetings. They’re a logistic machine. Their team was available 24/7 and will always find a way to get it done.

What did you find most impressive about them?

They have a deep understanding of psychology and branding skills.

Are there any areas they could improve?

No, I wouldn’t change a thing.

Do you have any advice for potential customers?

Enjoy the process, and let them do their job.

Introduce your business and what you do there.

I the co-founder and chief of product innovation at a technology startup. We aim to address the concussion issues in sports and athletics. We developed an air diffuse apparatus that goes inside helmets and adjusts based on the velocity of impact.

What challenges were you trying to address with Blackcoffee?

We brought Blackcoffee on when we first started our business. They helped with branding and strategy. 

What was the scope of their involvement?

They helped with the branding, logo design, strategy, and more for us. They helped us establish ourselves as an ingredient brand, meaning our products are included as components of larger products sold by host brands. We are to helmets what Intel is to computers. 

What is the team composition?

We worked with two people primarily: Mark (Founder & Brand Expressionist) and Laura (Founder & Brand Expressionist). 

How did you come to work with Blackcoffee?

I found them on a social media platform, I believe Quora. 

How much have you invested in them?

We spent between $300,000–$500,000. 

What is the status of this engagement?

We started working together in early-2011, and we have an ongoing relationship. They act as our marketing department. 

What evidence can you share that demonstrates the impact of the engagement?

It’s very easy to describe the brand now, and people get it right away. Our logo shows the product itself and the names they’ve helped us come up with concisely explain complex physics problems. For example, our signature product, the air diffuse apparatus, is called Crash Cloud. 

If we didn’t have their expertise, we wouldn’t have the strong brand identity that we do. We’ve been able to market ourselves on the products that we’re a part of because of our branding strategy. 

How did Blackcoffee perform from a project management standpoint?

Their communication was very open and transparent. They told us what we needed to hear, not just what we wanted to hear. They met all their deadlines and produced everything we asked of them. Their work was also concise and digestible. 

What did you find most impressive about them?

Their brand development skills are impressive. That’s one of their strong suits. 

Are there any areas they could improve?

I don’t think so. They’ve always come through whenever we hit a roadblock.

Do you have any advice for potential customers? 

Just hang on for the ride, and it will all come together. 

Introduce your business and what you do there.

I’m the former CFO of a fast-casual burrito chain.

What challenge were you trying to address with Blackcoffee®?

We were taking our concept from our home market and bring it to a secondary market. We felt there was some risk in plopping our brand in a secondary market and expecting to see the same results as we have in building the brand in our home market over years and years. 

What was the scope of their involvement?

Blackcoffee® took on our branding as we looked to make this move. We asked them to make recommendations on our name, our brand elements, and how the brand is communicated internally and externally. The goal was to improve the brand in simply how we describe the concept even in its moniker and how the brand looked and felt from a consumer standpoint. For example, after consulting with focus groups, Blackcoffee® changed our tagline to help people get our brand more quickly. 

What is the team composition?

I worked with Mark and Laura (Brand Expressionists®), but I’m unsure how many were working on our project behind the scenes.

How did you come to work with Blackcoffee®?

They were a Boston-based firm, and we were a Boston-based restaurant. I’m not sure how the connection was made.

What is the status of this engagement?

The project took place eight years ago and took about 4–6 months. It ended when we entered that secondary market in the summer of 2012.

What evidence can you share that demonstrates the impact of the engagement?

I don’t remember setting KPIs. We were pleased with the work they did and with the new tagline in helping consumers recognize what our brand meant. 

How did Blackcoffee® perform from a project management standpoint?

They were really easy to work with. The team was very communicative and at the end of the day delivered a good product.

What did you find most impressive about them?

They spent a lot of upfront time trying to understand who we were and what our vision was. They talked with stakeholders and checked with consumers how they thought of our brand. Their work was very methodical. I’ve recommended Blackcoffee® to others because I think they do great work.

Are there any areas they could improve?

No, quite honestly. They performed at a pretty high level and delivered a good end product. I’d recommend them to others.

Any advice for potential customers?

Be in constant communication and set expectations upfront. If you do that, you’ll get through the work fine.

Please describe your company and your position there.

I was the Director of Marketing and Communications at The New England Center for Children. I led the organization’s marketing strategy and developed communications to drive brand awareness and increase support for programs.

For what projects/services did your company hire Blackcoffee®?

We hired BlackCoffee during strategic planning to help us refine our mission and vision, and to develop the organization's first corporate values.

What were your goals for this project?

The organization has been around for 44 years, and had many executives who had worked for the company for 30+ years. This home-grown mentality, while valuable from a historical perspective, prevented significant growth in how outsiders view the organization. We knew that bringing in outside consultants would help to underscore the need for fresh corporate values, mission and vision.

How did you select this vendor?

I searched on Google and took recommendations from colleagues. We interviewed three firms. We were impressed by BlackCoffee's honesty - they believed we didn't need a new logo or brand look but rather clearer messaging. BlackCoffee also had a fresh way of looking at mission and vision in a way that is customer-focused rather than organization-focused.

Describe the scope of their work in detail.

BlackCoffee met with us three times before we hired them. Both Laura and Mark answered our questions in person, by phone and by email. They were open with us and knew that, as a nonprofit, we had to limit the scope of our work. BlackCoffee outlined the mission, vision and values project.

They conducted a full-day onsite workshop with 50 of our directors. The proposed mission, vision and values were reviewed by our strategic facilitators- myself and another Director - to clarify any misconceptions. BlackCoffee then presented the draft to our executive team, who had minor comments. BlackCoffee took into account the feedback and presented the final mission, vision, and values.

Overall, the process was seamless. The expectations on both sides were met, and Mark and Laura were very easy to work with. They also knew when to push back to help us get the results we were after.

What was the team composition?

I worked with the two firm directors.

Can you share any outcomes from the project that demonstrate progress or success?

The revised mission and vision is quite successful. In the past, our mission had been focused on the organization rather than the impact we hoped to have in the world. As a nonprofit, impact is critical for support. The organization has never had a set of corporate values before and under BlackCoffee's guidance we were able to identify clearly what the values are.

How effective was the workflow between your team and theirs?

The workflow was seamless. We had a collaborative relationship with mutual respect. My opinion and feedback mattered, and I respected the knowledge and experience of BlackCoffee to guide us.

What did you find most impressive about this company?

I was impressed by how fully invested they became in the process. BlackCoffee took the time to learn about our organization, spoke at length with our CEO in person and by phone, and listened to what we needed. They were respectful while also pushing us when needed, and provided clear explanations and examples to make their points.

Are there any areas for improvement?

With full honesty, I cannot think of anything they could have done better. I am pleased with the results of our contract with them.

Introduce your business and what you do there.

I was the owner and founder of a voting system company at the time that I worked with Blackcoffee.

What challenge were you trying to address with Blackcoffee?

We needed a partner to help us come up with a logo design that included a specific reference to the capabilities that we had come up with.

What was the scope of their involvement?

Their team brainstormed, drafted, and delivered the final logo for our company. It is a very clean rendering of an eyeball and in the center of the eye, there is a checkmark that indicates the vote, representing the ability to see your vote which was our main innovation.

The methodology that we went through in initially developing the logo was quite extensive. Mark (Design Expressionist) actually handled the treatment of the process and came up with a 40–50-page booklet of annotated design types. That included gathering requirements and iterating on several ideas to reach the final version for our company logo and several product logos as well.

What is the team composition?

We worked with three members of their team: Mark, Laura (Design Expressionist), and a designer who worked under them.

How did you come to work with Blackcoffee?

A friend of mine had worked with them previously and recommended their team based on his experience.

What is the status of this engagement?

The partnership started around February 2010, and we still work together in an ongoing capacity.

What evidence can you share that demonstrates the impact of the engagement?

The quality of their work was terrific. They follow a very rigorous methodology and come up with incredibly clean designs. We use their work in pretty much every aspect of our business and couldn’t be happier with the image that they have been able to provide to us.

How did Blackcoffee perform from a project management standpoint?

Their management of the project made the whole process pretty enjoyable for us. We had a very thoughtful, but intellectually aggressive relationship that has really pushed us forward and helped to provide honest, clear feedback to each other at all times.

What did you find most impressive about them?

More than any team I’ve ever worked with, they really lean into the process. Their ability to conceptualize ideas that are difficult to explain was extremely impressive and, in my opinion, pretty rare for companies like them. They bring a lot of experience to that process and are able to ask a lot of good questions as a result.

Are there any areas they could improve?

There’s always some room for improvement, but they are great listeners, so I don’t think there has ever been an instance where I disagreed with them on something and we didn’t get it resolved. I have complete confidence in them.

Do you have any advice for potential customers?

Don’t come in with preconceived notions about what you want the final product to look like. You’ll have a much better overall result if the process evolves through your interaction with them.

Introduce your business and what you do there.

I’m the CMO of a plumbing product manufacturer. We make showers, lavatories, and kitchen faucets as well as other plumbing products. 

What challenge were you trying to address with Blackcoffee®?

We last refreshed our brand in 2007. It started feeling dated and no longer aligned with our business strategy going forward. We felt that we needed to update our corporate positioning and strategy to communicate who we are today and what we’re aspiring to be in the future.

What was the scope of their involvement?

The brand and positioning strategy is the main thing we hired Blackcoffee to develop. Eventually, they’ll create documents related to that, such as style guides, brand booklets, logo tweaks, graphic design elements, and more.

What is the team composition?

We work with three people.

How did you come to work with Blackcoffee®?

I used a variety of methods to look for companies for this brand refresh. I used connections to identify potential fits based on needs, but I found Blackcoffee online. I read their reviews on Clutch, but the biggest thing that convinced me was a video done by Mark and Laura (Brand Expressionists) at an ad school. It described how they approached the challenge of developing a brand strategy in a way that resonated with me, so I reached out to them.

How much have you invested with them?

We have a budget of $250,000, and we’ve spent about 80% so far.

What is the status of this engagement?

The project started in August 2019. Things have slowed down on my end, but we’re still working together: it may just take a month or two longer than expected.

What evidence can you share that demonstrates the impact of the engagement?

We’re not at the execution stage yet, but the quality of Blackcoffee’s performance so far has been great. They strike a good balance of listening to us and pushing us to think differently. There are 12 stakeholders involved in our side that have to participate and have their thoughts accounted for. Blackcoffee has been able to work around us and our needs without letting it detract the quality of their efforts and processes.

How did Blackcoffee® perform from a project management standpoint?

It’s been pretty smooth so far. They’re relatively small, so it’s easier for them. We had a point where we had to organize a rollout for 30 customer communications going on at the same time. They managed it without issue. 

What did you find most impressive about them?

When working with most agencies, we’ll have a seasoned expert in the periphery and work with junior people most of the time. One of the reasons I chose Blackcoffee was that they don’t have junior people. Everyone touching our project has 20 or more years of experience in branding and strategy. That’s not typical in the agency world.

Are there any areas they could improve?

We haven’t had any issues with Blackcoffee. They’ve done exactly what they said they would do, when they promised to do it by. Before we started work, they clarified what we wanted out of this. They’ve really listened to that, and as a result, it’s been a very stress-free process. We haven’t given as much negative feedback as I think they’ve expected. 

We still have some more work to do, but I like our conversations and the fact that they include me in the decision-making process. They feel like an extension of our team. 

Any advice for potential customers?

Be honest about what you’re looking to get out of it, how you work, and what you need from them. They’re really good at listening and paying attention, and they never force their ways on the customer. It leads to a very positive relationship.